2. Market Share (By Segment) Market Share 2009 Beauty Shampoo 67% Anti Dandruff Shampoo 31% Kid Shampoo 2% Total market value of 9,200 million Baht Source :Nielson, 2552 and Baan Muang Newspaper (6 October 2009)
3. Market Share(By Brand) Market Share 2009 Sunsilk 26% Clear 18.3% Pantene 14% Rejoice 9% Dove 8.6% Head & Shoulder 8% Clairol Herbal Essence 2% Other 14.1% Total market value of 9,200 million Baht Source :Nielson, 2552 and Baan Muang Newspaper (6 October 2009)
4. Market Analysis There are too many competitors in shampoo market and high competitive situation 4 P’s not much different Consumers don’t have brand loyalty
5. Factors Consumers memorize the content in the ad of Pantene Consumer’s feelingfor thePresenter ปัจจัยในการตัดสินใจซื้อยาสระผมของผู้บริโภค สรรพคุณ โฆษณา สภาพของเส้นผม Factors to purchase the shampoo of consumer Capability Advertise Condition of hair Source :30 Mini Research, Female 25 – 35, Bangkok & Chonburi
6. Problem Consumers already have awareness, known and likes the productsbut do not use the products because it’s not clarify in product quality
7. Campaign Objective To reinforce trusted in product quality in 60% of the target market by end of Dec 2010
18. Consumer Insight Number of hair problems that consumers want to repair Hair problems that want to repair Dry Split ends Tangles, Hair fall Source :30 Mini Research, Female 25 – 35, Bangkok & Chonburi
26. Creative Objective To clarify and strengthen product quality and benefits by presenter in order to reinforce trust amongst target consumers
27. Ad Idea / Key Message Ad Idea Focused on solve the hair problem in 7 things efficiently in one bottle of shampoo Key Message “Waft the hair problem in 7 things away in one bottle of shampoo” (สลัดปัญหาผมเสียทั้ง 7 ประการให้หมดไป ในแชมพูขวดเดียว)
